->''"Long live what brought us all to this party in the first place: Play. And I believe in that as much as I believe in my [[CrowningMomentOfAwesome no-look flaming crossbow shot.]]"''

A series of commercials run by Sony to promote the UsefulNotes/PlayStation3 and UsefulNotes/PlayStationPortable, based around the character of Kevin Butler (played by Jerry Lambert), a Sony VP in charge of everything from First Person Shooter Relations to Add More Awesome. The ads were widely praised for their humorous content as opposed to Sony's previous MindScrew [=PS3=] ads.
!!The ads contain examples of:

* ActionDuo: Kevin and the Best Buy guy.
* BadassMustache: Kevin sports one in his ''VideoGame/ModNationRacers'' commercial.
* LockAndLoadMontage: Two words for you: Mon Tage.
* {{Montages}}: [[http://www.youtube.com/watch?v=p8h0aMVtKLg A PlayStation 3 commercial]] claimed "montage" is two words.
-->'''Customer''': Dear [=PlayStation=]! Just got my [=PS3=]! So whatcha got?\\
'''Kevin Butler''': What do I got? Two words: mon, tage.
* TakeThat: A pair of potshots after the release of the [=PlayStation=] Move:
** Butler said that "Many people think motion control is just for kids." shooting at the [[UsefulNotes/{{Wii}} Nintendo Wii]] and it's signature controller.
** After the release of the {{UsefulNotes/Kinect}} Kevin said in an ad "Oh look. Buttons!" referencing the fact that he is still holding a controller.
* WorthyOpponent: "Well played, Mauer."
''[[TheStinger "Boom to the power of boom"]]''